Holistic Marketing and Digital Technologies in the Fashion Industry

Abstract

The aim of the article is to study the features of the integration of holistic marketing and digital technologies, allowing to transform the fashion industry and provide brands with the opportunity to find novel ways to express their identity and interact with their audience. Generalizing scientific approaches to defining the essence of the concepts of «holistic marketing» and «digital marketing», the article determines the relevance of integrating these two concepts as used in the fashion industry, which should foster the improving of the quality of goods and services, reinforcing the interaction between brands and consumers, thus increasing their role in the implementation of the conception of holistic marketing. It is substantiated that digital marketing allows fashion brands to increase their online presence through a variety of channels. Social media and other digital platforms allow brands in the fashion industry to interact directly with their audience through comments, messages, and reviews, thus providing manufacturers of clothing and accessories with additional opportunities to receive feedback from consumers and improve their assortment. Digital marketing allows fashion brands to reach an international audience and expand their global presence without significant infrastructure costs, a promotion can even be more cost-effective compared with traditional advertising. At the same time, the closure of some stores of foreign brands for security reasons, the change of seasons and the growing popularity of the domestic range of goods «made in Ukraine» created opportunities for the recovery of the fashion business in Ukraine. Digital platforms are used to convey information about a brand’s commitment to sustainable and ethical practices, which attracts the attention of socially conscious consumers. For example, the social project Under Sirens, organized in Europe, aims at drawing the world’s attention to the russian-led war going on in Ukraine. The fashionable Ukrainian brands labels incorporate soundtracks and, making use of augmented reality, turn into air raid sirens very alike to the alarms that howl in Ukrainian cities every now and then.